Dafgård Evolution

Taking the step towards a digital transformation, presenting the right product recommendations, and creating a personalized customer experience. 


Type of Work


System Integration

Research / UX



With a passion for food

Gunnar Dafgård AB is Sweden’s largest family-owned company in the food industry.


They produce, sell and distribute frozen and chilled food to restaurants, commercial kitchens, and the consumer market.


Dafgårds is located in Källby just outside of Lidköping. What was once a local butcher is today a modern food industry with a global customer base and a turnover of 3 billion SEK in 2020.


The only thing that hasn’t changed is a solid and passionate knowledge of cooking good food.

Dafgård Foodservice

Scalable and future proof

Our journey started when the foodservice division of Dafgårds reached out to create a scalable and future-proof B2B e-commerce and marketing solution to power their digital transformation. A solution that would ensure a seamless customer experience for their customers.


A well-known brand for ready-made meals in the retail part of the food industry, Dafgårds needed to build a platform to digitally emphasize its strength as a supplier of quality food to restaurants and commercial kitchens. 

Easy to order, easy to sell

Our mission became to push the Dafgårds story and build on the strategy to move from a price-centric business, win new customers, and create a solution that focuses on quality, commitment, and love for good food.


However still keeping it simple - easy to order, easy to sell.

We set out to build a likable and trustworthy e-commerce site that would enable Dafgårds to grow and be the premier service provider in their category, thus keeping the spirit of Dafgårds; home made food, cooked with care and a genuine interest of food from the ground up.

Focus on quality and affordability

A key to success is to define Dafgårds Foodservice to the restaurant and commercial market. We needed to focus on the quality and affordability of the products and to make the market aware that Dafgårds is the perfect match for prepared, ready-made and refined products. 


It was therefore very important with customer journeys and orchestration of them supporting the brand recognition in ready meals to communicate the ease of use and the promise to deliver equally good food, every single time.

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Further reading